V O D A FO N E
INDUSTRY
Communications, Retail
SOLUTION
Consulting
CLIENT STORY
PRODUCTS
Employee Engagement
Grow Employee Engagement to Boost NPS:
Vodafone Revolutionizes Retail Service With Mindset Shift
Vodafone wanted to update its retail experience to keep up
with the changing needs of its customers and the increased
complexity of smartphone technology. It also wanted to
present a consistent, branded customer experience across all
of its 15,000 plus stores worldwide.
and visual merchandise management, and mobile payment
mechanisms. The brand wanted to nurture employee mindset
to bring its vision to life. Vodafone partnered with us to
equip all its front-line retail workers with the knowledge and
confidence necessary to deliver this upgraded in-store experience.
Vodafone’s research indicated that customers wanted to be
able to explore devices easily and play with live versions in
store, feel reassured that they were buying the right product
and leave the store with a phone that was set up and ready
to use. The company formulated a strategy for a retail
transformation project that would be rolled out in thousands
of stores across 23 countries, but it was clear that there was a
need to develop the retail staff as well as the stores themselves.
Store managers, greeters, and sales advisors were trained on
new customer service skills, how to pinpoint their strengths
and weaknesses, and build the confidence necessary to deliver
exceptional levels of service in both good times and in bad.
Staff members also familiarized themselves with Vodafone’s
new customer-centric retail vision while learning how to build
rapport and understand each consumer’s core needs.
Vodafone executives recognized the increased value it could
provide if staff engaged more with consumers directly in
the stores as trusted advisors during three basic lifecycle
touchpoints: research, purchase, and use. Store employees
could help subscribers navigate the complex industry,
explaining device and plan differences and allowing them to
test products and ask questions during the purchase process.
They could also reassure customers that there is someone
to turn to for post-sales support. In addition, the actual store
layout needed to change to improve the flow of customers.
And new tools were needed to streamline the experience,
including an online appointment booking system for customers
planning to visit the store, back-end systems for workforce
RESULTS
Rolled out program to nearly
5,000 employees
in more than 17 countries
NPS grew 22 %
within three months of
implementation.
Vodafone rolled out its comprehensive initiative to nearly
5,000 employees in more than 17 countries. As a result, staff
engagement and motivation increased, and the program led to
real impact with customers—Net Promoter Score grew by 22
percent in the three months after implementation.
Because mindset holds the key to delivering effective culture
change and driving more customer service-oriented behaviors
in-store, Vodafone plans to roll out training to its remaining
markets and sustain learning by creating an online tool to
ensure all employees maintain this new vision.
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